Marketing what you do well may just seem like good business sense. But you’d be surprised how often a few easy marketing wins get overlooked.
The importance of effective business marketing shouldn’t be underestimated. It enables customers to engage with your brand, understand what you’re all about as a business and, ultimately, shows them why they should be buying from you.
The importance of being online
It sounds obvious but in the first instance, make sure you have a website. Having a place online for customers to go and check out your services is vital in this day and age. Make sure it’s up to date, fresh and well designed. I’m sure we can all agree, there is nothing more frustrating for a client than a confusing, poorly laid out website! Certain industries may require some of their marketing collateral to be in print, i.e., brochures. If this is the case, ensure that the materials used and print quality are of a high standard.
Communication is key to marketing your products and services, and waiting for customers to find you online is not enough. These days, a strong social media presence can make a big difference; you can promote your products, give company updates and even let your clients know what you’re up to from a non-business perspective (charity work, social campaigns etc).
Also, regular ebulletins can create a sense of community. You can use these to deliver news and updates from your sector. It’s a great way for your business to become seen as an important resource of information, as well as offering your core services. Giving customers something back in this way can create ‘superfans’. A ‘superfan’ is someone who acts as an unofficial ambassador for your brand. They’re repeat customers who leave positive reviews and are able to convert others into becoming superfans of your business. Remember, recommendation is the most cost-effective way to promote your business.
I’ve listed some key marketing principles that have helped me during my career below:
1. Develop a marketing strategy
Don’t fly by the seat of your pants when it comes to promoting your business. Define your perfect client and make sure you know how to reach them.
2. Be different
Stand out from the crowd. You want to ensure that you’re memorable for all the right reasons.
3. Educate with your marketing communication
It’s not always about the hard sell. As I mentioned earlier, give your customers relevant information to turn them into superfans.
4. Create a lead generation system
Be it through client referrals or social media, find a way of creating leads and, importantly, tracking them.
5. Fine tune you online presence
A functional website and updated social media channels are key. It’s worth investing in good search engine optimisation, too.
6. Establish a marketing calendar
Schedule marketing activities at regular intervals to remind your customers of what you do and why they should do business with you.
Some of these may seem simple but making sure all are being reached will give you the best outcome when it comes to promoting your products and services.
You can read more about this topic by downloading the whole ‘Healthy Business Finances’ chapter from my book ‘Your Bigger Future’ free of charge here. Alternatively, you can visit the Your Bigger Future website for further information about the book. I look forward to sharing my final Principle for Healthy Business Finances, ‘Protect the business’, next month.